Vertical Focus: Dental Practice
Well hello, and welcome to Episode 60 of Aftershock Weekly. This week is specially geared towards Dentists. Chances are, if you’re watching this, you are in the Dental practice—whether you work at a Dental office or you are a dentist yourself, we’re targeting you—because we have some important information to help you understand online advertising. So number one, understanding how online lead generation works. Now that you’ve generated the phone call, what happens next? Well you want to make sure that you’re picking up the phone when somebody calls, or when somebody emails there’s an auto response that goes out right away, and that somebody at your front desk is calling them to schedule an appointment. The reason why is because the first person to get to them to schedule is going to be the dentist that they go to. So if they go to three different websites and put in their information, because they’re just gathering information, chances are the first person to call them back is who they’re going to book with. If you’re not using online scheduling now, I highly recommend looking at softwares out there just for dentists for online scheduling, because it makes it easier for the consumer to book in and schedule an appointment. Number two, it’s important to choose good partners. There’s people that depend on you, as a dentist, to refer them business. Endodontists, orthodontists, dental surgeons, that if you are creating good relationships with, they’re going to pass business back and forth with you. You want to make sure you’re creating allies in your industry so you can have good referral partners. Make sure that you vet them out, that they’re honest and integritable. That they’ve been around a while and they’re doing a good job and a good service. Get feedback from your customers as well, over time, to make sure that that relationship is still solid. It’s important that you build your network and you rely on those ally partners. Pay Per Click Marketing. What is that? Well, you’ve got Google AdWords, you’ve got Bing, people searching for your service. You come up with an ad, and we send them to your website. You might even be doing that currently now. That’s one of your best ways to spend your money, because they’re people that are actively looking for your service. You’re don’t just wake up in the middle of the night, go get a glass of water and say, “You know, I wonder what dentists are around here that I can get a crown replaced.” You don’t do that, right? You’re intentionally looking for a dentist in this area. So that’s a good place to start. Then you have other ways you can generate leads, like Facebook advertising. You can target people with teeth. We all have teeth, right? Have a specific offer—a free cleaning, a free x-ray, maybe gearing it towards families because you’re in an area that’s trying to attract new patients that are families. Put together ads geared towards that. Now that’s not going to have a high of a booking ratio into your practice, because you’re interrupting their day. But at the end of the day, it’s good branding, and you’re still targeting people that can use your service, and at the end of the day they do decide to leave where they’re currently at, they have seen you. In your advertising, one of the things you want to do is make sure you’re answering those frequently asked questions. Where are you located, what hours are you open, what insurances do you take. Because if you’re answering these questions in your ad, chances are when they’re calling they’re just calling to schedule and book an appointment. Keep in mind, in the dental industry, if you’re in a dense area, and you’re in a city like Phoenix, you don’t want to go any wider than five miles. There’s too many competitors out there, and there’s enough density of population that you can advertise closer to you, so that you can have a higher frequency and a higher chance that they’re going to travel to you instead of someone that’s a little closer to them. Lastly, I want to give you an offer. I’m sure that you’re doing online advertising now, but we work with a lot of dentists, and we help them get a lot of new customers and patients through their door every single week—and we want to help you. And normally, we have a one-hour consultation that we do where we look at your advertising you’re currently doing, we make tweaks, we look at the targeting that you’re doing on Facebook or your PPC Ads, and we make adjustments. And we do that one time for $300 if you’re going to manage it yourself. Well today, I want to offer you that one hour for free. We’ll sit down with you, we’ll look at everything you’re doing, answer your questions, and help you tweak and get better results out of what you’re doing. So if you’re one of the first five watching this that would like to claim that offer, just comment below or tag somebody who is, and we’ll make sure to schedule that with them. So thanks for tuning in, we look forward to seeing you next week.